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Shiruba98
Central (West) Midlands Today
I've had a few days to ponder the new look, and I have to say overall, I like it very much.

However, I think there are some problems with the new three-piece logo - mainly because I'm confused now. Is ITV's corporate logo the five-piece one still? Or is it the new three-piece one? ITV seems to have tweaked the logo just for the sake of it... and it's a good logo, which I think is well recognised by the viewing public. So, in that sense, it didn't need to be tweaked.

The concept of ITV Creates is fantastic, and these first set of idents are. One question - do we know who has created the music? I absolutely think the music is one of the best parts of this new look. It sounds vibrant, different, fun. I particularly like this theme - if anyone can help track it down, that would be great...

https://www.youtube.com/watch?v=m4eEqKvIE0M

The music was specially created for these idents by Echoic Audio. They're a sound design agency who recently did sound design for Universal TV's latest rebrand and also Arte's rebrand

(well, they did until the channel revamped their sound design again months after its launch to something more suitable for the channel. Nova Spot, used to be known as Novaprod, now does the music for Arte's current branding and have been working with the channel since it first launched in 1992)
Critique3,120 posts since 9 Aug 2009
Anglia (East) Look East
Corporate's is still the five piece, hence why ITV Studios' endcap didn't change. The three piece one is just the ITV channel's logo.


On the whole, I think this is a decent refresh, but I also find it disappointing because it feels like they've forgotten about little details which make it all seem a bit of a muddle. If the above point about the five bit logo being the corporate logo and the three bit one being the channel logo is true, they've done a bit of a slapdash job of implementing it!

For example, they still use the five piece logo going into Good Morning Britain, and the sections of the logo still fade in and out (as in the previous look). ITV weather still uses the five piece logo and even retains the colour picking effect at the start of forecasts. On itv.com the five piece logo remains for ITV shows - the ITV channel page even uses the five piece logo and one of the old idents as a header image! And I'm sure there are other examples where things from the previous look linger on.

In 2013 they did a really lovely job at a comprehensive rebrand and addressed everything, ensuring it all matched up wonderfully - this time around they've slipped and not thought about these details.
623058: it just seems like your an mp3 whore
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pad3,195 posts since 12 Feb 2005
I wonder if ITV Hub will update as the first post of this thread suggested. Given that the bit about programme branding being included in promos turned out to be false, it might be that this was too and it will stay the same with the ferris wheel logo.

Overall it’s not a bad update, but I still think the generic end credits should be phased out, at least with the big soaps and tentpole shows.

Looking forward to tomorrow’s new idents. We’ll be in for a treat every week this year, even if we don’t subjectively like the artist of the week’s take on the logo.
mr_vivian909 posts since 11 Oct 2015
UTV Newsline
At least you lot in the itv regions get new idents. Us over at utv land still have the old idents with about 3 or 5 different idents played every day in a cycle.

I wouldn't mind the 3 or 5 piece logo thing in the slightest.
Shiruba98
Central (West) Midlands Today
At least you lot in the itv regions get new idents. Us over at utv land still have the old idents with about 3 or 5 different idents played every day in a cycle.

I wouldn't mind the 3 or 5 piece logo thing in the slightest.

It's a shame UTV couldn't be bothered to commission any artists from Northern Ireland to create their own UTV logo idents.

It's not that hard and surely there's got to be some artists in Northern Ireland who would love to have their work shown on TV.
dbl9,109 posts since 11 Jun 2004
London London
At least you lot in the itv regions get new idents. Us over at utv land still have the old idents with about 3 or 5 different idents played every day in a cycle.

I wouldn't mind the 3 or 5 piece logo thing in the slightest.

It's a shame UTV couldn't be bothered to commission any artists from Northern Ireland to create their own UTV logo idents.

It's not that hard and surely there's got to be some artists in Northern Ireland who would love to have their work shown on TV.

I don't think its a UTV decision... More a case of logic on ITV Creative's end, if you're going to make 260 idents for over the space of 1 year, then doing extra idents just to include the UTV logo would be even more costly on physical materials and time.

Yes would be nice, but I can see why they've stuck to the previous set.
Last edited by dbl on 6 January 2019 2:55pm - 2 times in total
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lukeshep and Brekkie gave kudos